Laino is a cosmetics brand sold in OTC “parapharmacies” and in pharmacies, and an expert in skin moisturisation / nutrition. It suffered from low awareness and granularity, although it was a hit with Beauty Girls (and Boys!) thanks to unbeatable value for money. M+A was tasked with remedying this.
Utilising the opportunity of a “back to essentials” re-formulation of the whole range, and the marketing of a new range with active ingredients sourced from the Mediterranean lands, we took the brand back to its birthplace! Although created in France, the brand had always drawn its inspiration from in and around Italy.
MILLENNIA-OLD ROOTS, timeless beauty
In Puglia (the heel of Italy’s boot), knotty olive trees, some of them nearly 3,000 years old, stretch as far as the eye can see. Lemon trees dot the landscape, and the scent of figs floats across footpaths in summer. It was here that we reawakened the brand, gently and naturally.
THE belle OF Ostuni
The agency, production team and director decided to respect the brand’s values. Like Laino products, the shoot was trickery and retouch free; the only lighting was supplied by the Magic Hour, the gorgeous moments that photographers and film-makers work with just before sunrise and after sunset. Almost an organic-label production, in fact…
AN aspiratioNAL FILM TO ADD VALUE TO THE BRAND
Released on the web in 22 countries, and combined with print media campaigns. In addition, three micro-influencers (Le Bonheur de Camille, Beautiful Naturelle, and Les Tribulations d’Anaïs) travelled to Corsica, “the Isle of Beauty”, to discover unusual places for highlighting the benefits of the Mediterranean diet in its Beauty Skin version. They fed their communities’ digital conversations and skins in equal measure!
IMPROVEMENT IN AWARENESS
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